2021年B2B销售和营销数据报告（英）-22页_3mb

Summary of the 8TH ANNUAL B2B Sales & Marketing Data Report

Core Content

This report, titled "Revtech Rises to Meet the Moment", highlights the evolving landscape of B2B sales and marketing in the wake of the COVID-19 pandemic. The pandemic has accelerated the digitization of the buying journey and placed a greater emphasis on data-driven strategies, team alignment, and Revtech (Revenue Technology) solutions. The report is based on a survey of 605 decision-makers in midsize to enterprise companies across the U.S., Canada, and the U.K., conducted in Q4 2021 by Censuswide Research on behalf of Dun & Bradstreet.

Main Viewpoints

The Importance of a Unified Revenue Team

• The pandemic has forced B2B sales and marketing teams to align around data, goals, and technology to survive and thrive.
• A unified revenue team includes sales, marketing, RevOps, and data teams, working together with a single and complete view of accounts.
• This alignment is critical for delivering personalized customer experiences and maintaining business growth in uncertain times.

The B2B (r)evolution

• The pandemic has reshaped the B2B buying journey, making personalization and digital engagement more important than ever.
• Account-based marketing (ABM) and Revtech are emerging as key strategies to navigate this transformation.
• Despite the challenges, some companies have managed to improve performance, and these are referred to as Leaders in the report.

The Three Challenges of Sales and Marketing Today

1. Privacy: Customers are demanding more control over their data, especially with the cookieless future on the horizon.
2. Personalization: Buyers expect personalized and efficient journeys, but many organizations lack the necessary data attributes to deliver this.
3. Proliferation of Tools: The increasing number of tools used by sales and marketing teams leads to data silos, inefficiencies, and challenges in integration.

Key Information

Data Quality as a Performance Indicator

• 90% of respondents agree that data quality has impacted sales and marketing performance.
• Leaders are more likely to have consistent, complete, and accurate data across their systems.
• 61% of Leaders say they are completely confident in their ability to identify target audiences with accurate data, compared to 33% of the rest.

Account-Based Strategies

• 86% of Leaders use account-based strategies, compared to 64% of non- Leaders.
• 24% of non- Leaders cite lack of data as a top barrier to adopting ABM.
• Leaders are more confident in their ability to track, measure, and engage accounts effectively.

Revtech: The Solution

• Revtech is an open and connected platform that integrates data and technology (martech, salestech, adtech) to support integrated workflows.
• It enables better targeting, personalization, and campaign activation.
• The ideal Revtech platform is scalable, interconnected, and fueled by quality data.
• By consolidating data and improving data governance, Revtech helps teams remove blind spots, increase efficiency, and deepen insights.

Technology Challenges

• The average number of tools in a sales and marketing stack is 10, but only 7 are used regularly.
• 79% of respondents have had to merge multiple systems in the past three years.
• The main challenges from managing multiple tools include:
  • Data completeness
  • Data structure
  • Data cleanliness and stewardship

Conclusion

• To weather the ongoing challenges and uncertainty, revenue teams must align around data.
• Revtech offers a transformational promise by enabling integrated workflows, personalized engagement, and better performance outcomes.
• The report suggests that by 2025, over 75% of the highest growth companies will adopt a RevOps model.
• The report concludes that revenue teams aligned around data can sustain business growth even in the face of global uncertainty.

Best Practices of Leaders

1. Invest in quality data: Leaders have a strong foundation of data governance and quality, which supports their performance.
2. Adopt account-based strategies: These strategies help identify, engage, and nurture buyers in a digital and individualized journey.
3. Align around a single view of accounts: This ensures consistency, efficiency, and better insights across the revenue team.

Appendix Highlights

• The report includes additional insights on topics like first-party data usage, data sharing, and external data providers.
• Only 21% of respondents consider capturing more first-party data a top priority for 2022.
• Revtech is positioned as the key to integrating data and tools for better performance and alignment.